International Conference on Sustainable Competitive Advantage

2022

Influence Of Celebrity Endorsement Brand Image And Product

Quality On Purchase Intention

Gita Rahmadani1*, Suliyanto2, Weni Novandari3

1*
Universitas Jenderal Soedirman, gita.rahmadani@mhs.unsoed.ac.id, Indonesia
2
Universitas Jenderal Soedirman, suliyanto@unsoed.ac.id, Indonesia
3
Universitas Jenderal Soedirman, weni.prihambodo@gmail.com, Indonesia
*Gita Rahmadani

ABSTRACT

Consumer buying interest is a consumer behavior where consumers have a desire to choose, use, and
consume or even want something a product offered. This study aims to determine how the influence of
celebrity endorsements, brand image and product quality on buying interest in Scarlett product. Data
obtained by 96 respondents, in this study is multiple regression analysis using the SPSS statistics application
program 23. The results of the analysis show that celebrity endorsements and brand image have a positive
and significant effect on purchase intention, while product quality has no significant positive effect on
buying interest.

Keywords: Celebrity Endorsement, Brand Image, Product Quality, Purchase Intention

1. Introduction

Cosmetic products have become a necessity, especially for women. Various kinds of cosmetic
product brands have been circulating in the Indonesian market, both local and foreign cosmetic
products. Many cosmetic companies currently use celebrity endorsements in their advertisements
to convey their products to the public. The use of celebrities to promote a product must be in
accordance with the characteristics and habits of the endorsement. The figure of celebrity
endorsement can support the effectiveness of delivering messages through advertisements and
build a positive image in the minds of consumers. Based on this phenomenon, it can be said that
the cosmetic industry in Indonesia is growing rapidly, which shows the high interest in buying
cosmetic products in the community. The rapid development of the cosmetic industry in Indonesia
today, This makes companies are required to be able to survive in the midst of the existing
competition. Cosmetic products circulating in Indonesia come from local brand cosmetics and
foreign brand cosmetics. The presence of foreign brand cosmetics does not make Indonesian local
brand products abandoned by consumers,
In fact, local brand cosmetic products are in great demand because the prices are more affordable
and the products are in accordance with the needs of the community.

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Many skincare businesses use promotional media to attract consumer buying interest, one of
which is Scarlett Whitening. Scarlett Whitening has used endorsement services from several
artists and celebrities, such as Rachel Vennya, Ria Ricis, Agnezmo, Song Joong Ki, and others
who already have a "blue tick" or verified account on their Instagram account. Furthermore,
Scarlett creates several types that are differentiated based on the needs of each consumer; such
as body care, facial care, and hair care, where all product categories from Scarlett have been
registered with BPOM, have the MUI halal label, and are not tested on animals, without mercury,
without Hydroquinone, and safe for pregnant women & nursing mothers (Source:www.scarlett-
whitening.com).
Therefore, based on the description that the author conveys, the author himself will discuss
celebrity endorsement on purchase intention of Scarlett products, where celebrity endorsement
is one of the causes that can influence buyers in creating purchase intentions on Scarlett products
because there are influencers mentioned above who have attractiveness in terms of popularity,
attitude, achievement, and so on. In addition, a celebrity endorser will also affect brand equity if
the celebrity endorser or influencer used can explain the advantages of the product correctly,
provide information about the company image or product image clearly, and give a good
impression to consumers. In addition, if an endorser can explain the product well and attractively,

2. Literature Review

2.1 Celebrity Endorsements

As competition intensifies to attract consumer attention and brand interest, marketers have
developed better advertising strategies to get consumers' attention, create interest, generate desire,
and trigger buying action (Melford & Nwulu (2015).On the other hand, endorsement is a testimony
in a marketing communication which can be in the form of a written or oral statement that supports
a product and is given by a party other than the product maker. Endorsement is a brand
communication medium in which an individual or organization acts as a brand spokesperson and
certifies a brand's claim and position by extending its personality, popularity, status in society or
expertise in its field to the brand. It is the act of giving public approval to someone or something;
especially the recommendation of a product in marketing communications (Ateke et al., 2015).
This is reinforced by research conducted byFebriati et al. (2020) that celebrity endorsement has a
positive and significant effect on purchase intention. The results of this study are also supported
by empirical evidence from the studies of Frimpong et al. (2019) and Chi et al. (2009) which states
that celebrity endorsements have a positive and significant effect on purchase intention.

2.2 Brand Image

A brand is a name, term, sign, symbol, design or other feature that identifies one product seller and
differentiate it from other sellers (Watkins, 2006; Kotler et al, 1996; Doyle, 1994; Aaker, 1991).
is an identifiable entity that makes a promise of a certain value; and is often the most valuable
asset value that a company can have (Aaker, 1991).
Keller (2003) further stated that a high level of brand awareness and a strong brand image positive
will increase the likelihood of a customer's brand choice, leading to increased loyalty customers
and lower marketing costs. This it is important for companies to create a great and effective brand
image, because a strong brand image elicits a positive attitude from consumers and generate higher

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profit streams, both in the long and short term. If a company fails to provide a positive and strong
brand image, it can directly or indirectly
does not directly influence consumer decision making; because consumers can switch to
competitors that offer a better experience. To achieve goals related to product and brand
management, it is important to build a strong brand.
Previous research from Firdaus, et al (2022), Febriati, et al (2020) andMohamed, et al (2020) stated
that brand image has a positive and significant effect on purchase intention. Therefore, it shows
that the superiority of brand association, strength of association, and uniqueness can affect
purchase intention because Scarlett's product has several advantages. The product has been
registered with BPOM and has a halal label. MUI has many types of variants and unique aromas,
selling products ranging from hair care, body care and skin care, Scarlett products can be obtained
quickly and easily.

2.3 Product Quality

Product quality is a factor that increases buying interest because product quality is one of the things
that consumers pay attention to when buying a product or service. Consumers will not buy a
product or service if it is felt that the product or service does not have adequate quality. Adequate
quality will give the impression that the product or service offered is feasible and in accordance
with the needs of potential consumers. So that the purchase of these products or services will not
cause a sense of disappointment to consumers (Arif, Muhamad 2020).
Product quality is one aspect that consumers pay attention to in purchasing intentions. Good
product quality will give confidence to consumers which will motivate consumers to buy the
product. This means that good product quality can provide satisfaction for consumers (Nazarani
& Suparna 2021).
This is reinforced by research conducted by (Febriati et al., 2020) that product quality has a
positive and significant effect on purchase intention. Nazarani et al, (2021) and Iskandar et al,
(2015) also say that product quality has a positive and significant effect on purchase intention.

2.4 Buying Interest

According to Kotler & Keller (2012), buying interest is consumer behavior where consumers have
a desire to buy or choose a product, based on experience in choosing, using and consuming or even
in choosing, using and consuming or even wanting a product. According to Keller (2012), buying
interest is how likely consumers are to buy a brand or move from one brand to another.
According to (Schiffman and Kanuk, 2000: 206) purchase intention is an internal factor
(individual) that influences consumer behavior, intention is a form of real thought from the
reflection of a purchase plan to buy several units in a number of brands available within a certain
period of time.

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3. Research Methodology

3.1 Population and Sample

The population of this study is female and male Scarlett product consumers who have used Scarlett
products at least 1 time,Have you ever seen a Scarlett product advert? Have you ever bought a
Scarlett product and a Follower of the @scarlett_whitening Instagram account. The sample is part
of the number and characteristics possessed by the population. The sample used in this study were
users of Body Lotion products from Scarlett. In this study, the exact number of the population is
not known. According to (Sugiyono, 2019), the formula for calculating samples in an unknown
population is to use the Cochran formula as follows:
𝑧2𝑝𝑞
𝑛= (1)
𝑐2

Information :
n = number of samples required
z = price in the normal curve for a deviation of 5%, with a value of 1.96
p = 50% chance = 0.5
q = 50% chance of being wrong = 0.5
e = sampling error rate, 10% = 0.1

So the calculation in determining the number of samples is as follows:

(1,96)2 (0,5)(0,5)
𝑛=
(0,1)2
3,8416 𝑥 0,025
𝑛=
0,01
0,96
𝑛=
0,01

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𝑛 = 96
Based on the above calculation, the sample value is 96 which is rounded up to 96 people. The
technique used in taking the sample is using a non-probability sampling technique in which the
sample is purposive sampling. Purposive Sampling is a sampling technique by determining certain
criteria (Sugiyono, 2016).

3.2 Variable Measurement

Sources of data used in this study is primary data collected using a closed questionnaire. The
measurement used in this study is the Likert scale, because the Likert scale is simple and easy to
use (Suliyanto, 2011) with a score of 5 points (1-5) which will be used to measure each variable,
the Likert scale states agree or disagree with certain subjects, objects or events (Indriantoro and
Supomo, 2014). The questionnaire consists of 4 items as indicators of Celebrity Endorsment Stress
(Shimp, 2003:460). 3 indicator items Brand Image (Shimp, 2003:460), 7 items indicator Product
Quality (Orville, 2005: 422) and 4 items of Purchase Interest indicator (Putra, 2017).

3.3 Data Analysis Tools

The data analysis technique used in this study is Regression Analysis, a special application of
linear multiple regression where the regression equation contains elements of interaction
(Supriyadi, 2014). The data in the study will be analyzed using SPSS 23 software for windows.
Hypothesis testing in this study using the Residual test, the residual test focuses on the lack of fit
resulting from the deviation of the linear relationship between the independent variables
(Suliyanto, 2011).

4. Results

4.1 Data Analysis

Research on The effect of celebrity endorsement on brand image and product quality on buying
interest is done by distributing questionnaires to research respondents. Research respondents are
female and male Scarlett product consumers who have used Scarlett products at least once. A total
of 96 questionnaires were collected and filled in completely.

4.1.1 Validity Test

Validity test is used to test the validity of each item of the instrument. The statement is declared
valid if the significance value is less than 0.05. On the other hand, if the significance value is
greater than 0.05, it is declared invalid. After the validity test was carried out, 37 statement items
were declared valid, the significance value of the statement items was below 0.05. Then it was
stated that the research sample was adequate for further testing.

4.1.2 Reliability Test

Reliability test is used to test the consistency of respondents' answers to the statements submitted.
The reliability test used is the Cronbach Alpha model with the provision that if the Cornbach Alpha
coefficient is greater than 0.6 then the instrument can be said to be reliable or reliable (Sekaran,
2000).

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● The reliability test of the instrument used to measure Celebrity Endorsment resulted in a
Cornbach Alpha of 0.868 (Alpha = 0.706 > 0.6), so statistically the Celebrity Endorsment
instrument has a good level of reliability.
● The reliability test of the instrument used to measure Brand Image resulted in a Cornbach
Alpha of 0.910 (Alpha = 0.910 > 0.6), so statistically the Brand Image instrument has a
good level of reliability.
● The reliability test of the instrument used to measure Product Quality resulted in a
Cornbach Alpha of 0.946 (Alpha = 0.834 > 0.6), so statistically the Product Quality
instrument has a good level of reliability.
● The reliability test of the instrument used to measure Buying Interest resulted in a
Cornbach Alpha of 0.893 (Alpha = 0.893 > 0.6). So that statistically the Buy Interest
instrument has a good level of reliability.

4.1.3 Normality test

The results of the normality test show that from the number of samples N = 96 samples, the
standard deviation is 3.048, the most extreme is absolute 0.087, positive is 0.053 and negative is -
0.087, and Kolmogorof-SZ is 0.087 with an asymp.Sig value of 0.700 > 0.05 which indicates that
the data used is normally distributed.

4.1.4 Multiple Linear Regression Test

Next is the multiple linear regression coefficient and the significance test of the multiple linear
regression coefficient as shown in the table below:

Table 1. Summary Of Multiple Regression Analysis Results

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) -1.141 2.144 -.532 .596
Total_X1 .285 .077 .332 3.687 .000
Total_X2 .221 .084 .304 2,638 .010
Total_X3 .127 .065 .227 1,948 .054
a. Dependent Variable: Total_Y

Based on the data in the table, the following multiple regression equation can be made:
Y= -1.441 + 0.285X1 + 0.221X2 + 0.127X3 (2)
Information:
Y : Buying Interest
X1 : Celebrity Endorsment
X2 : Brand Image
X3 : Product Quality

The results show that the double correlation coefficient R is 0.586 or 58.6%, this shows that the
celebrity endorsement variable, brand image, product quality and buying interest have an influence
of 58.6% and the remaining 41.4% is influenced by other variables outside this research regression

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model. The coefficient is significant because after being tested with the F-test, the F value is 3.14
with a significance of 0.000.
The effect of celebrity endorsements on buying interest with a regression coefficient of 3.687, the
number of samples 69, then the resulting degrees of freedom df = 65 from nk-1 significance value
of 5% so that the t table value is 1.66864. The significant value of celebrity endorsements is 0.000,
smaller than 0.05 and the regression coefficient value is 3.687, which is strengthened by the t-
count value greater than t-table (3.687 > 1.66864) which means that celebrity endorsements have
a positive and significant effect on buying interest. So it can be said that H1 is accepted.
The effect of brand image on buying interest with a regression coefficient of 2.638, the number of
samples 69, the resulting degrees of freedom df = 65 from nk-1 significance value of 5% so that
the t table value is 1.66864. The significant value of brand image is 0.010 which is smaller than
0.05 and the regression coefficient value is 2.638 which is strengthened by the t-count value greater
than t-table (2.638 > 1.66864) which means that brand image has a positive and significant effect
on buying interest. So it can be said that H2 is accepted.
The effect of product quality on purchase intention with a regression coefficient of 1.948, the
number of samples 69, the resulting degrees of freedom df = 65 from nk-1 a significance value of
5% so that the t table value is 1.66864. the significant value of product quality is 0.054 which is
greater than 0.05 and the regression coefficient is 1.948 which is strengthened by the t-count value
greater than t-table (1.948 > 1.66864) which means that product quality has a positive and
insignificant effect on purchase intention. So it can be said that H3 is accepted.
The results of hypothesis testing indicate that celebrity endorsements have a positive and
significant effect on buying interest. It can be said that if the celebrity endorsement is better in
conveying information about Scarlett, then it will also increase consumer buying interest in the
product. This is reinforced by research conducted by Febriati et al. (2020) that celebrity
endorsement has a positive and significant effect on purchase intention. The results of this study
are also supported by empirical evidence from the studies of Frimpong et al. (2019) and Chi et al.
(2009) which states that celebrity endorsements have a positive and significant effect on purchase
intention.
The results of hypothesis testing indicate that brand image has a positive and significant effect on
buying interest. This happens if the increase in terms of endorsement, it will be followed by an
increase in brand image. The better an endorsement promotes its product, the better the brand
image of a product that uses the service will increase. Previous research from Firdaus, et al (2022),
Febriati, et al (2020) and Mohamed, et al (2020) stated that brand image has a positive and
significant effect on purchase intention. Therefore, it shows that the superiority of brand
association, strength of association, and uniqueness can affect purchase intention because Scarlett's
product has several advantages. The product has been registered with BPOM and has a halal label.
MUI has many types of variants and unique aromas,
The results of hypothesis testing indicate that product quality has a positive and insignificant effect
on buying interest. This can be explained if the quality of Scarlett's products is getting better and
better, it will cause consumer buying interest in these products to also increase. From the
observations of researchers, many female consumers have said that this Scarlett product has good
quality through their social media. They think that this Scarlett product is able to provide

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satisfaction for them, because in addition to providing fast results, this product is also able to fulfill
what women really need in beauty care. The results of testing this hypothesis are in line with
previous research conducted by Febriati et al., 2020) that product quality has a positive and
insignificant effect on purchase intention. Nazarani et al, (2021) and Iskandar et al, (2015) also
said that product quality had a positive and insignificant effect on purchase intention.

5. Discussion

Based on the research results obtained, the conclusion in this study is that celebrity endorsement
has a positive and significant effect on buying interest in Scarlett products, which means that if
there is an increase in endorsement, it will be followed by an increase in brand image. The better
an endorsement promotes its product, the better the brand image and quality of a product that uses
the service will increase. Conversely, if an endorsement gives and is perceived by the customer as
lower or not as expected, the brand image can be perceived as low. Appropriate endorsements will
create a high perceived value for consumers, this is in accordance with circumstances where the
needs, desires, and expectations of consumers can be met. Whether or not the quality of the
endorsement depends on what is given by the endorser in meeting consumer expectations
consistently. The application of good endorsements to consumers is a strategy that a company can
do to improve the brand image of a product, because if the company attaches a famous, trusted and
reliable endorsement it will make consumers feel satisfied and will increase high perceptions for
the brand itself.

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